Viewing entries in
k-12

21 Prospective Parent Pain Points

Comment

21 Prospective Parent Pain Points

Why does a family seek out an independent school in general and yours in particular? They are motivated. What motivates them is that they have at least one “pain point” — a need, want, or problem — that your school addresses. Start your marketing with that pain point.

Comment

What Saturday Night Live and Digitalized Yearbooks Have In Common

Comment

What Saturday Night Live and Digitalized Yearbooks Have In Common

When I'm waxing nostalgic about my boarding school days, I'd love to be able to access my yearbooks online. Not only will they jog my fading memories, but they will also reconnect me with my alma mater in ways nothing else can. Every school should make this relatively inexpensive investment in alumnae/i relations.

Comment

The Language of Your Brand Matters

Comment

The Language of Your Brand Matters

Your school has just gone through a brand development process, possibly working with an outside firm or creating it in-house. Your committee celebrates when you finally approve the final language that describes your school, the incredible value it brings to your families, what makes it unique and how it changes lives. Now it’s time to start using that new brand language...

Comment

How to Organize Your MarCom Projects With Only 2 Hands

Comment

How to Organize Your MarCom Projects With Only 2 Hands

As the director of marketing communications at an independent school, do you feel overwhelmed? Do projects rarely run as smoothly as you’d like? Have trouble keeping track of their status?  If the answer is "yes" to any of these, you are not alone. We're here to help. FREE FABULOUS EXCEL TEMPLATE. CLICK ON "CREATIVE BRIEF."

Comment

6 Ways to Answer the Phone and 1 to Boost Your Brand

Comment

6 Ways to Answer the Phone and 1 to Boost Your Brand

In branding, even little things count. In fact, sometimes the little things have such a huge impact that your school’s image skyrockets or sinks as a result. In the case of answering the phone, it’s not only about how you present the school, but also about how you make the caller feel.

Comment

Your First Brand Message is Your School's Name

Comment

Your First Brand Message is Your School's Name

With so much branding, marketing, and social media going on, we rarely look at what gives people their first impression of an independent school’s image: the name itself. While you can’t do anything to change your school’s name, you can and should look at it from your external audience’s point of view.

Comment

Brand Aid : The Style Guide

Comment

Brand Aid : The Style Guide

A style guide is difficult to create because it requires foresight, decision-making, and commitment, but it’s worth its weight in gold once completed. It tells your internal and external communities that you have hard-and-fast rules about your graphic identity and editorial conventions, and that there are few exceptions. 

Comment

No Silver Branding Bullet

Comment

No Silver Branding Bullet

The hot, viral marketing stories that come to the forefront of our minds are wildly successful, but rare. Brand development takes time…a long time. Be prepared to be in it for the long haul to garner spectacular success.

Comment

Open House Ads That Invite Them In

Comment

Open House Ads That Invite Them In

So you’ve determined you’re buying ad space. What makes a strategically-driven, well-executed open house ad? I’m going to offer recommendations and show a number of ads, but leave the assessments up to you. Do any of them hit the mark? What’s missing in some that are otherwise effective?  

Comment

Slogans Are Temporary, Taglines Semi-Permanent

Comment

Slogans Are Temporary, Taglines Semi-Permanent

We have an idea. Create a “slogan” for the enrollment year and plaster it on everything you do for admissions. Make it exciting, interesting, and memorable. Have it lead the charge and carry your other brand messages along with it. “But we have a tagline. Isn’t that the same thing?” No.

Comment

Recipe for a New School Logo

3 Comments

Recipe for a New School Logo

Change is difficult. It creates feelings of being unsettled and anxious. As a result, people resist change and defer to the status quo, even when they know what is in place isn’t working. If you know you need a new logo, try this recipe to help your school embrace the change.

3 Comments

Bridal Showers and Committees. A Marketing Story

Comment

Bridal Showers and Committees. A Marketing Story

I am pleased to say that I’ve worked with a number of truly excellent independent school marketing committees over the years. I’ve also worked with a number of committees that generated marketing efforts, which confirmed, “A Camel is a Horse Designed by Committee.” What's the difference?

Comment